Coach by DICK'S: AI-Driven Platform Enhances Athletic Experience for All Levels

DICK'S Sporting Goods (DKS) announces the development of 'Coach by DICK'S', an AI-driven platform that aims to enhance the athletic experience for users. Starting in June 2026, this innovative feature within the DICK'S mobile app focuses on providing personalized guidance tailored to athletes of every level, from beginners to seasoned sports enthusiasts. This strategic initiative underscores DICK'S commitment to improving the lives of athletes and fostering continuous engagement with the brand.

AI-Powered Support for Every Athlete

The Coach by DICK'S platform utilizes advanced natural language processing technology to facilitate real-time interactions that address each athlete's specific needs. As Emily Silver, Chief Marketing, eCommerce and Athlete Experience Officer at DICK'S, notes, the service is designed to assist athletes not only in making informed purchasing decisions but also in achieving their personal athletic goals. By providing tailored training advice and product education, the initiative aims to revolutionize how athletes connect with sports products.

Transforming Shopping into Engagement

DICK'S plans to release the Coach by DICK'S features gradually, allowing the service to evolve alongside users' journeys in the athletic realm. CTO Vlad Rak emphasizes the importance of delivering timely and relevant recommendations that adjust to the progression of each athlete. This approach promises not only to elevate the consumer shopping experience but also to promote confidence and success among users, aligning with DICK'S broader mission to empower athletes of all backgrounds.

Impact on the Athletic Industry

As the competitive retail landscape continues to evolve, DICK'S Sporting Goods aims to leverage its deep-seated product knowledge and commitment to customer experience through technological advancements. With Coach by DICK'S, the company hopes to set a new standard in the sporting goods industry, merging convenience with personal connection, and ultimately driving brand loyalty among athletes.

In summary, DICK'S Sporting Goods' launch of the Coach by DICK'S feature signals a significant step towards integrating technology with sports retail, aiming to enhance athlete engagement and support across various skill levels.